Attractive, open display of an abundance of merchandise, conducive of favorable purchasing decisions whether or not a patron is assisted by a salesperson, is potentially at odds with limiting inventory costs, reducing the amount of warehousing and other handling, controlling pilferage, and limiting losses attributable to shop worn or out-of-date merchandise. A variety of responses have occurred in response to these problems.
One direction taken has been to install an increasing number of security systems at the retail location including means of surveillance and alarm systems. This, however, addresses only the problem of shrinkage attributable to pilferage and tends to create an atmosphere of distrust not conducive to selling.
Another direction taken has been toward limiting the merchandise displayed, as for example in the number of catalog showrooms that have arisen in recent years. This tackles the problems of inventory size, handling, and losses due to out-of-date merchandise, while usually exposing only a single item to wear-and-tear or possible theft while on showroom display.
From US-A-4,531,311 a display system is known having a bracket rotatably carrying a data-carrying member having a front and a rear surface each carrying information.
From GB-A-1,417,468 a method of vending is known according to which tokens are carrying information about the price and the articles for sale.
The present invention eliminates the need for exhibition of the merchandise to the public at the retail location, but instead affords information via display of product information modules -- cards, packets, or similar tactile elements of durable design and material that attractively advertise availability of the product at that outlet and inform the clientele with respect to the product. It substitutes mass display of each item carried with mass display of such information modules, in an array providing high density but individually visible display. And, as will be evident in the particular embodiment described and in the detailed description of the invention, it substitutes physical examination of a particular sample with physical manipulation of the product information module, but without requiring a comparable level of handling by store personnel and without requiring dedication of a comparable amount of floor space.
In short, the invention contemplates the provision of support means for holding information display means in the form of items or modules having information on front and back sides thereof in high density but individually visible concentration while allowing each and any module to be manipulated by a prospective customer for ready visual access to all the information provided thereon.
The support means provided by the invention comprises an extrusion with which the information display means is so associated that the information is readily accessible. In a preferred embodiment, the support means includes flexible attachment means for permitting the manipulation of the information display means. The support means can be an elongate extrusion mountable on a wall or other surface in a position to allow viewing of the information display means or product information modules. The support means comprises a relatively rigid support having the flexible attachment means connected thereto. The flexible attachment means preferably comprises a plurality of flexible strips extending from the support and having free ends that terminate in attaching means adapted to grip the information display means.
One class of merchandise for which the invention is particularly adapted is that of prerecorded video tapes. Presently tapes of concerts, motion pictures, or the like are distributed with a casette housing provided with pictures and other labelling that identify the contents, artists, producers, and such other possible aids to selection as plot synopsis, criical acclaims, and awards. A retailer may store the cassette packages on shelves accessible to the public or maintain them behind a counter, in which case the sales impact of the labelling is substantially reduced. If offering the tapes for rent, the cassette is often removed and the housing only displayed on shelving, requiring that the housing be brought to the checkout counter and tape and housing matched. The alternative practice of openly displaying cassette and housing together, or perhaps cassette with specialized housing, requires a good deal of confidence in the store's other security measures. All of the above practices have drawbacks that are overcome by such application of time, space, or restrictive practices that purveying of such tapes has been primarily limited to specialty stores.
Application of the invention would permit attractive displays for video cassettes marketed with or without cassette housings. Information that now goes on the housing package would be placed on the product information module, employing space on the front and back of the module. The modules need not be packaged together with each video tape, but could be supplied to the retailer by an authorized distributor. They would be attached to a series of elongate support elements in an individually hinged manner as taught by the invention. A customer would make his selection at the array presented, being able to view the modules, read information contained thereon front or back by turning it on its hinge, and obtain his selection at the checkout having access to the actual cassette. Encoded slips may be supplied at the location of the product information module for use at the checkout, or some other means of relating customer selection may be employed.
Reference is now made to Fig. 1 of the drawings which shows part of an information display system in accordance with a preferred embodiment of the invention. A preferred support of this invention in the form of a rail 10 made of synthetic resin or plastic material is secured to a wall W by horizontally spaced screws 14. With additional reference to Fig. 3, the rail 10 has integral upper and lower ribs 16 and 18 respectively which define spaces or recesses R between such ribs 16, 18 and the wall W into which the lips 26' and 28' of the support means 20 are snapped or slid. The support means 20 is of relatively complex cross-section, being extruded into such form and having different portions 24, 24' and 24'' possessing different mechanical properties for reasons which will be explained hereinafter.
The portion 24 includes the upper and lower flanges 26 and 28 having the aforesaid ribs 26' and 28' which are received in the spaces R, R. The flanges are spaced apart so as respectively to snap fit over the ribs 16 and 18 of the plastic rail 10. The portion 24 is made of relatively rigid plastic or synthetic resinous material and is extruded integrally with the portion 24' which is relatively flexible and is in turn extruded integrally with the portion 24''. The portion 24'' is less flexible than the portion 24' but more flexible than the portion 24. These mechanical properties of the several portions are achieved by introdu-cing the materials having the requisite, corresponding properties side-by-side in the extrusion process.
The portion 24' forms an elongate support for an array of the product information display means 36 so that a prospective customer may view the information on the front side of each item attached to the support 24'. Each display means is capable of being manipulated by swinging it upwardly as indicated by the arrow A to the dotted line position 43, the information on the reverse side of the means 36 then being accessible to the prospective customer. The flexible attachment means provided by the portions 24' and 24'' permit this manipulation. The portions 24' and 24'' are divided into a plurality of individual attachment means that extend serially the length of the support 24, cumulatively commensurate in length with the support 24 and accordingly of an individual length fractional thereto. The notches 38 separate the individual attachment means, formed of the aforesaid portions 24ʹ and 24ʺ, each from its neighboring individual attachment means. It will be apparent that the notches 38 are made after extrusion of the continuous support means 20. The free ends of the individual attachment means 24ʺ are formed into tubular clips 32 of C-shaped cross sections provided by the slots 34 extending the length of each clip 32.
Each product information display means 36 is of generally rectangular configuration and comprises a graphics card 37 or two such graphics cards or sheets which provide all the requisite information about the video tape, which graphics cards are enclosed or encased in the clear plastic envelope 39. The side or face of the display means 36 which is normally exposed to the customer's view will usually be provided with the title and an attractive picture and the reverse side of the display means facing the wall will usually be provided with more detailed information about the corresponding video tape. The plastic envelope 39 is preferably sealed to provide the information display means in packet form. Further, this packet includes the tubular bead 41 which is slightly larger in diameter than the interior of tubular clip 32. When the bead 41 is inserted into the tubular clip 32 either by forcing it through the slot 34 or by sliding it lengthwise into the clip 32, an attachment between the product information packet 36 and support means 20 is effected which permits the packet to be manipulated so that its reverse side may be viewed by the prospective customer, as permitted by flexure of the flexible portion 24ʹ. The spacing of the notches 38 and lengths of the tubular clips 32 limited by the width of the packets 36, to allow each packet to be manipulated without interfering with the orientation of neighboring packets or information display means.
In Fig. 1, it will be appreciated that, because each information display means 26 is swung upwardly such as indicated by reference character 43, information on the back of the packet will have to lie head to toe so that on the front of the label to permit it to be easily read. Also, it will be noted that when the packet is released, it will simply fall to the original position as shown by the central dispay means 36 in Fig. 1. If for any reason a particular display means 36 must be replaced, same may be done either by snapping it out of its tubular clip 32 with a sharp pull or by sliding it out lengthwise of the clip 32. Another display means 36 may then be slid or snapped into the clip 32, and thus may the product information display means 36 be replaced or rearranged at will. It will also be appreciated that Fig. 1 illustrates in phantom lines the lower portions of display means 36ʹ carried by a further support means as illustrated in Fig. 4.
In order to assemble the display system as shown in Fig. 4, the rails 10 are first spaced apart vertically at a distance D1 such that when the product information means 36 are mounted as shown in Fig. 4 each such means can be freely raised to view its reverse side. In Fig. 4, all display cards hang from the tubular clips 32 and none are inserted into the channel 60. Once the spacing has been set and the rails 10 secured, the support means 20 can be cut to size and slid into place. The product information modules 36 can next be sorted and arranged and then inserted into their appropriate positions by use of the tubular clips 32. Finally, other labelling or indicia 46 may be applied to the surface 45. In addition or alternatively, product identification label carriers 54 may be used. Fig. 3 illustrates the construction of such carriers wherein it will be seen that each carrier comprises a vertical web 57 providing a front surface 57ʹ to which the labelling may be applied, a front overhang 56 for ease of grasping, and a hook portion 58 which allows the carrier to be hung over the top edge of the web 47. The carriers may be taken by a customer and handed in to the sales clerk.
The front side of the elongate support 24 is provided with two forwardly projecting and mutually convergent ribs, 40 and 42, that define, with the front face 45, a wide shallow channel 44 extending the length of the support means 20 and within which labels such as indicated at 46 can be placed to contain further information such as identification of the product advertised by a corresponding display means 36.
Still referring to Figs. 1 and 3, the upstanding portion 48 is joined to the web 47 by the bight 49 to define an upwarddly opening channel 60, said channel being dimensioned so that additional product information means 36 or other ancillary display information may be inserted thereinto. The ramp 52 projects upwardly and rearwardly from the upper edge of the portion 48 to assure easy insertion of such elements into the channel 60.
Figs. 2 and 5 illustrate more clearly the alternative display arrangement described above involving the use of the channel 60 but without the use of the flexible attaching means 24ʹ, 24ʺ. Instead, a vertically spaced series of support means 20, 20ʹ and 20ʺ are attached to the wall W through the intermediary of the supports 10, 10ʹ and 10ʺ. The spacing D2 between the supports is such that the display means 36, 36a and 36b associated with the several support means 20, 20ʹ and 20ʺ receive the display means 36, 36a and 36b with a higher density than is the case where, as in Fig. 4, the means 36 are all associated with the flexible attachment means 24ʹ, 24ʺ as was described with relation to Figs. 1 and 3. This higher density is achieved by virtue of the fact that since the portions 24ʹ and 24ʺ are not used, they may be overlapped by the display means as shown.
With reference to Fig. 6, it will be appreciated that the capacity of each support means can be doubled by a spacing D3 and use of both the tubular clips 32b and channel 60 previously described to display both the suspended product information means 36 and the channel-received means 36b. The suspended means will of course have to be equipped with the edge bead 41 to hang from the clips 32b whereas the channel-received means 36b do not require such beads.
Various modifications may be made to the embodiments hereinbefore described. The invention may be practiced in display, information, or exhibit contexts other than a retail outlet. The support means could be secured other than through a cooperative rail element. Orientations other than horizontal may be employed. Surfaces to which the system is attached may have fixed, moveable, or other characteristics. For example, the support elements for modules below a comfortable viewing height could be suspended on vertical strips formed of a flexible material so that they could be lifted to examine modules attached thereto. In addition, attachment means other than tubular clips could be employed. Or the clips could be given smaller, fractional lengths to permit retention of modules in a range of sizes.
The invention is not limited to the particular embodiment disclosed or suggested variants thereof. Its scope is properly determined and is made apparent by the appended claims.